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Zespri increasing sales with custom packaging

Zespri will debut its new packaging at the Southeast Produce Council Feb. 27-29 at the Tampa Convention Center in Tampa, FL. The unique one-pound package is designed vertically and showcases the SunGold Kiwifruit. The packaging is a custom, proprietary clamshell designed only for Zespri. The vertical design has visual stopping power developed to grab shopper attention and drive incremental sales at the store level.1-lb-pack Zespri-2020

“Our new custom packaging size and graphic sleeve features our new visual identity with a refined logo that captures the burst of flavor consumers get when they bite into SunGold Kiwifruit,” said Sarah Deaton, Zespri’s shopper marketing manager. “The new look better reflects who we are as a company today and our desire to stand out by being bold, playfully unexpected and real.  It also supports our commitment to protecting the environment and reducing the use of plastics.  The new clamshell, although taller, uses 8 percent less plastic than the old clamshell.”

Zespri’s model of production aims to reduce their packaging footprint. Zespri’s packaging is made from 100 percent recycled materials and is fully recyclable. The two-piece clamshell will include embossing on the top to reinforce the Zespri brand and support its global brand strategy to drive sustainability. By removing the printed label and replacing it with the embossed logo, the packaging becomes 100 percent recyclable. Their goal is to make the most of resources by designing packaging and using a supply chain that makes it easy to continually reuse existing material. Zespri has joined the New Plastics Economy, which is dedicated to keeping plastic in the cycle of being reused and not wasted. Zespri continually works to find non-plastic alternatives and some global trials are being tested currently.

The custom packaging can be showcased on Zespri’s new display bin, which is designed to let the new 1-lb packaging stand out and be the hero of the display. The packaging is stackable, which makes it easier to merchandise. Additionally, Zespri’s new display graphics build on last year’s successful consumer “Let Your Taste Wander” campaign utilizing the eye-catching, colorful elements.  

New Packaging
Shoppers reported that they rate their shopper experience higher when SunGold Kiwifruit is on display. Kiwifruit continues to be on trend and is one of the fastest growing fruits in the fruit bowl. Leading the growth is Zespri’s SunGold. Shoppers enjoy SunGold’s unique taste and are reminded of how easy it is to eat a healthy and delicious snack with the “Cut, Scoop, enjoy” message on the packaging sleeve.

“We’re confident that our new packaging will help differentiate Zespri SunGold in the fresh produce category,” said Deaton. “Additionally, consumers today are making more considered purchasing decisions and looking for brands that have a purpose and a set of values they personally identify with. Zespri meets those brand values through health, nutrition and driving sustainability where we can.”

The new one-pound packaging will roll out in May to coincide with the start of the season. Other Zespri packaging sizes and varieties will be phased into the market. Overall, Zespri is set to support the new launch with heavy marketing support to ensure a strong brand impact and to reach as many consumers as possible.

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